“As consumers continue to snack more frequently on salty snacks and other options, manufacturers will be tasked with meeting their varying need states. While some consumers look for BFY snacks, the top reasons for buying salty snacks are as a treat or to satisfy a craving, indicating there is room in the market for both healthy and indulgent salty snacks.” – Amanda Topper, Food Analyst

This report answers the following key questions:

How will increased snacking occasions impact the category?

What impact do health concerns have?

What motivates consumers to buy salty snacks and how can this create new opportunities for the category?

The salty snacks category grew 15% from 2009-14 and is expected to grow an additional 21% from 2014-19, benefiting from the increase in Americans snacking more often. While some remain concerned about the ingredients and nutritional value of salty snacks, others agree healthier options are available. Taste and indulgence are main purchase drivers, highlighting consumers’ desire to treat themselves, despite interest in BFY (better-for-you) snacks. As other food and beverage categories enter the snacking space, manufacturers must promote the unique benefits of their products, including their variety of flavors and formats, convenience, taste, and affordability.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

Market drivers for the category including understanding consumers’ motivations for purchasing salty snacks and how those motivations differ by snack type.

The role of health in the category and consumer health concerns related to these products, as well as key product attributes consumers look for when purchasing salty snacks.

Opportunities for category growth including playing into the snacking and portability trend, and meeting consumer demand for BFY items, while also allowing them to indulge.

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Executive Summary

The market

Salty snack sales forecast to reach $6.8 billion in 2019

Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2009-19

Cheese snacks, popcorn drive category growth

Figure 2: Total US retail sales of salty snacks, by segment, at current prices, 2012 and 2014